MS Lecture Slides Session 1_17 Sep 2024.pdf

ESSEC Bachelor Lesson 1 Marketing

1. Introduction to
Marketing Studies
(GBBA 2024)
HYO RIM KANG
17 SEPTEMBER2024

2. Structure of Today’s Session
➢Marketing Applications
➢Introduction
➢Syllabus / Course Discussion
➢Team Formation
➢Ice-Breaking(2 mins per student)
-Self Introduction & Updates
2

3. Class Rule
❑ Punctuality, Attitude & Manners are very
important, thus highly valued in this class!
❑ Come to class on time (No later than 10 mins)
❑ More than 1 absence is not allowed.
❑ No smartphone & lap-top (only when
necessary)
3

4. I Check Attendance Every Session
(Be Punctual!)
If you are late more than 10 mins,
I regard it as “absent.”
4

5. Any Marketing Application?
Marketing is everywhere,
anytime in your daily life.

6. Marketers Love to Make Days,
Play with Words & Numbers!
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7. Marketing is Anytime,
Anywhere!
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8. 11.11 (Single’s Day)
Promotions!
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9. How far a brand can
innovate?

10. In Nov 2023, Balenciaga released S$1,250 towel skirt vs.
IKEA S$12.5 towel for sale
10
In 2017, Balenciaga released S$2,996 vs. S$1 IKEA
Shopping Bag

11. What do you think?
11
Balenciaga's Tape Bracelet Is Controversial. Why?
(highsnobiety.com)

12. Keep your Eyes Open in Marketing!
Formula 1 – Big Event in Singapore
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▪Consumers tend to spend more money on
“Experiences”

13. Customer Experience
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14. What is Marketing?

15. What 3 words first come to mind when
you think of the word “Marketing?”
15
Responses in pre-course survey
(first 60 responses)

16. What 3 words first come to mind when
you think of the word “Marketing?” - 2
16

17. What is Marketing?
▪Marketing is a process by which companies
create value for customers and build strong
customer relationships with customers in order
to capture value from customers in return (from
textbook)
➢ Marketing = A Process to Create Value
➢ Create Value = Building Strong Customer
Relationships
➢ Capture Value = Love your customer so that
they love you back = Profits!
17

18. Introduction of Myself & You
Ice-Breaking

19. About an Instructor
➢ 14 Years of Residence in Singapore (Singaporean Citizenship)
➢ Studied in the 7 Universities from 4 countries
➢ ESSEC Graduate – Cergy (2013) Luxury Brand Management
➢21 Years of Career Experience (Including teaching)
❖Industry & Corporate (12 Years): Finance, Banking, Luxury, Education
❖Education Background: Linguistics, Translation & Interpretation, IR
Business, Finance, Marketing, Strategy, Brand Management
❖Teaching Marketing Subjects at ESSEC
➢Teaching & Life Philosophy : Professionalism, Discipline, Punctuality,
Humor, Have Fun!
➢Highly value Empathy
➢4 Ls: Love, Laugh (Smile), Luck, Learning
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20. My Career Journey
➢Why did I switch my career from Corporate to
Academia? (Education)
➢ Devote yourself something that makes your heart
beat!
20
Industry Job Function
HospitalityMarketing, Customer Relationship Management
Finance Strategy Development, Marketing, CRM
Project Management (IPO), Investor Relations (IR)
Luxury Marketing, Project Management, Researcher
Education Marketing, Recruitment, Consulting,
Business Development, Researcher, Lecturer

21. Higher Education
21
Student
Teacher Employee

22. What you will learn from me?
Fundamental concepts of Marketing Research
Real-life Marketing applications (e.g., Case
study)
Professionalism & Manners
Industry Insights & Experiences
Presentation & Communication Skills
Career Consultation (Industry, Academia etc.)
And beyond…
22

23. Now, It’s Your Turn!

24. I Also Want to
Know You More!
(Personal Information
Sheet)
24

25. Market Yourself! (1
st
Marketing)
What makes you distinctive
Updates
Top Priority (Interest) of this course
2 – Min Self Introduction
(Elevator Speech)

26. Syllabus Discussion
What this course is about

27. Course Schedule
10 Sessions (excl. Final Exam)
Focus on practical aspects of marketing research
The course schedule has not been finalized yet.
It will be customized and adjusted depending on your
needs (Personal Information Sheet), class performance,
progress and so forth.
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28. Tentative Schedule of Topics (1)
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29. Tentative Schedule of Topics (2)
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30. Course Overview
Provides a fundamental understanding of marketing
research from a theoretical and applied perspective
Methods of generating consumer insights using
qualitative and quantitative marketing research
techniques
Covers a variety of these methods of generating
consumer insights and statistical methods used to
analyze survey data
Students will learn how to use insights generated to
address marketing issues such as uncovering consumer
needs, segmentation, product design, pricing structure,
and evaluation of promotions.
30

31. Learning Objectives
At the end of this course, students should be able to:
Appreciate the basic concepts, methods, tools, and analyses used
in marketing research that help you to diagnose and find solutions
to marketing problems
Understand how qualitative and quantitative research methods
complement each other (e.g., in-depth interviews and focus group
interview, ethnography, survey, questionnaire, systematic
observational research and experiments)
Conduct an independent marketing study, designing a well-
structured and effective survey to meet a specific research
objectives
Use statistical tools to analyze and create insights from primary
and secondary data
Interpret and convert marketing research findings into actionable
marketing plans 31

32. Course Materials
Malhotra, Naresh K.
“Marketing research: An
applied orientation”, 7
th
Edition, Pearson, 2019
Lecture slides and any
additional materials will be
available on Moodle after
(most of time) each class for
your better concentration
during the lecture.
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33. Communication (1)
Moodle: All lecture notes, additional documents, assignments,
schedules, and syllabus will be at this site. It is your responsibility to
check the site on a regular basis for materials.
33

34. Communication (2)
If you have problems with any aspect of the course
and/or want to discuss anything including material
covered in the course, please feel free to schedule
a time with me.
E-mail: Email is the best way to communicate with
me.
Face-to-Face Meeting: Upon appointment, I’ll be
available before/after the class, only when you are
prepared!
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35. Assessment & Grading
35
Assessment Method %
Team Project 30
Final Exam 30
Assignments 20
Participation 20
Total 100

36. Class Participation & Attitude
Important to come to class on time and
show that you are willing to contribute
to the learning environment
Participation is required & expected in
the class.
Students with great contribution quality
earn credit at the assessment.
Negative points will be awarded for
disruptive participation.
Constuctive Participation &
Attitudes are Very Important!
36

37. Team Formation
(Group B)
▪Total 12 Teams
✓73 Students
➢12 Teams with 6 Members (#72)
➢1 Team with 7 Members (#1)
37
37

38. Team Formation
(Group A)
▪Total 12 Teams
✓72 Students
➢12 Teams with 6 Members
38
38

39. Assignment
❑ Submit Personal Information Sheet
oPersonal Information Sheet Template (Available on Moodle)
oAssignment #1, hence, it will be graded.
oFill out the form and email me at [email protected]
oEmail & Attachment Title:
o2024 MS_Personal Information Sheet_Group A or B
oDue: 11:59pm, Friday, 20 September 2024
❑Submit Team Formation
oOnly 1 team member needs to submit.
oEmail me at [email protected]
oEmail Title: 2024 MS Team Formation_Group A or B
oDue: 11:59pm, Friday, 20 September 2024
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40. Next Session
40

41. Thank You for Your
Great Attention!